Programmatic Advertising - Sewer or Savior

In this episode of The HealthTech Marketing Show, we dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad. 

Dive is the operative word, as many marketers think programmatic is a sewer. But, used the right way, it can be a very effective tool for B2B marketers.

We explore how programmatic advertising, once primarily used in B2C, has increasingly become relevant for B2B healthcare due to advancements in account-based marketing (ABM) platforms.

Scott and Paul discuss how programmatic technology allows for precise, cost-effective targeting, not only on traditional digital ads but also across streaming platforms and even physical locations. They highlight the efficiency in reaching target accounts, managing complex buyer cycles, and tailoring ad content through the different stages of a healthcare buyer’s journey—from building awareness to nurturing leads and closing deals. 

They also share insights on tech stacks, data privacy, omnichannel campaigns, and measuring effectiveness in a landscape of long sales cycles and multiple touchpoints.

Key Topics:

• [2:37] Introduction to Programmatic Advertising

• [5:30] Programmatic Advertising in Healthcare

• [7:32] Using programmatic in sales pipeline growth

• [12:10] Strategies for guiding prospects through the buyer journey

• [19:37] Key technologies and tools for programmatic advertising

• [26:32] Measuring the success of programmatic efforts at the account level

• [32:20] The future of programmatic advertising and data privacy

If you found this episode valuable, please share it with others in your network who might benefit from it! You can connect with me on LinkedIn or email me at adam@healthlaunchpad.com